The design of our website is being changed almost continously. I am always trying to improve its conversion power, by making small optimizations to the layout, the design and the copy.
But this time I am implementing a more radical change: a completely new layout. In the next couple of weeks I will be testing the new layout vs the old layout using an A/B split test. That is, fifty percent of new visitors will be seeing the old layout, the other fifty percent will get the new layout. Then we’ll be measuring sign-ups, downloads, sales and profits in both groups.
Version A: the “old” design
Here’s a screenshot of the old Movie Collector product page:
Version B: the new design
The goals I had for the new layout and design:
- Get rid of the noisy and crowded download/buy panel on the top-right.
- More focus on the result of cataloging your collection, as opposed to the process itself. In other words: promote benefits, not features.
- Replace the box-shot in the top left with something more interesting, preferably a photo of a person.
- Add more recency / up-to-dateness.
- Make better use of user testimonials.
After a couple of days, this is what we arrived at:
And the winner is ….
Today I have started the A/B test. I am planning to let it run for 14 days. Unless the results after one week are dramatic (one way or the other).
What do you think? Which one will win? And by how much?